Irish Mammy

  • Brand Strategy
  • Copy-writing
  • Design
  • In Store Marketing

Looking for a way to reignite the Irish market, BelVita asked BACKUP to take the lead on their 2016 ATL campaign. The goal was to connect with the local market like never before using a uniquely Irish tone of voice. BelVita’s core target audience is the ‘Breakfast Skipper’, young professionals and students, too busy to sit down to brekkie each and every morning.


Exploring how to communicate with these ‘Breakfast Skippers’ with out lecturing them, BACKUP landed on the rich area of the ‘Irish Mammy’. Informed and friendly, often funny but not by design, and most importantly always caring, that’s the ‘Irish Mammy’, a unique tone we’d all recognise.

BACKUP’s creative and design teams brought the campaign to life by producing the ATL key visuals and copy for the OOH along with scripting the sponsored radio stings on 2FM’s Breakfast Republic. In-store activations and commuter sampling campaigns were created by BACKUP to reinforce the message and engage customers directly throughout the year. BACKUP worked collaboratively with BelVita’s Public Relations and Media Buying agencies to ensure a fully integrated and seamless 360 campaign.